Maggie Prescott is a fashion magazine publisher and editor, for ''Quality'' magazine, who is looking for the next big fashion trend. She wants a new look for the magazine. Maggie wants the look to be both "beautiful" and "intellectual". She and famous fashion photographer Dick Avery want models who can "think as well as they look." The two brainstorm and come up with the idea to find a "sinister-looking" book store in the Greenwich Village neighborhood of Manhattan. They subsequently find a bookstore named "Embryo Concepts".